Table of Contents
Executive Summary
Introduction
An overview
Analysis of the existing service facilities
Overview of 8 Ps
Analysis in terms of
Physical evidence
People
Recommendation
Conclusion

Executive Summary Nando's is a casual dining restaurant group originating from South Africa with a Portuguese theme. They are well known for their flame grilled peri peri chicken. Nando's has been running in Bangladesh since 2007. MGH Group brought Nando’s to Bangladesh in the late 2007, and they have been faring well ever since. All of the outlets in Bangladesh sell halal foods. Currently it is operated in the prominent locations of Dhaka and Chittagong. As a part of our Services Marketing coursework, we were assigned to evaluate the service delivery procedures of Nando’s Restaurants, Bangladesh. To do that we visited there several times and talked to the proper authority of Nando’s . We tried to evaluate their overall performace and figured out the gaps in between the customer expectation and the perceived service. The result showed that the customers and employees of Nando’s are satisfied, however they are not completely satisfied at all levels. There are some lacks in the overall performance which actually arises few gaps such as customer gap and few provider gaps. We also comprehended that the management can improve their overall performance through some improvement in their physical evidence, people. In order to improve their current performance and satisfy their customers at all levels we made some recommendations at the end of this report about how they can improve their performance in terms of physical evidence, people .
We hope Nando’s overcomes these obstacles, and we wish them all the best for the future.

Introduction
An overview
One of South Africa’s great success stories is Portuguese chicken chain Nando’s, started off with a single store in Johannesburg’s southern suburbs and now operates in Asia, Europe, the UK, the Middle East and across Africa up to Nigeria.
Established in 1987, Nando’s is one of the biggest and most popular brands to emerge from South Africa, and has spread across the world to operate in 36 countries on five continents. Now it has 850 branches all over the world.
Because of the quality service Nando’s has become the pioneer food chain all over the world. They become able to prove their good service to the consumer and take a good reputation all over the world. It's also so popular for the Peri-Peri chicken. People who like the spicy food they always go for Nando's. Actually nando's grow on the concept on the past days. Nando's specializes in chicken dishes with either lemon or herb, medium, hot or extra hot Peri-Peri marinades (properly known as Galinha à Africana). In some countries, Nando's has other flavour options like mango and lime or Mediterranean.
During the 1987 when Robert Brozin and Fernando Duarte bought a restaurant called Chickenland in Rosettenville, southern Johannesburg nando’s started its journey. They renamed the restaurant Nando's after Duarte. The restaurant incorporated influences from former Portuguese colonists from Mozambique, many of whom had settled on the south-eastern side of Johannesburg, after their homeland's independence in 1975.
Nando’s in Bangladesh
The world famous South African “Nando’s” has been running in Bangladesh since 2007. It has launched in Dhaka as the first franchise obtained by MGH Restaurants Private Limited. The first branch of nando’s was launched in Dhanmony. Later on another branch was launched in Gulsan in the late 2008.
In Bangladesh Nando’s provides halal chicken. The aim of the Nando’s Bangladesh is to provide halal chicken in peri peri taste which is originated in South Africa. The management of the Nando’s Bangladesh is committed to provide the best service to their customer with an added extra value so that the customer can improve their life style and develop their food habit in a different Portuguese way.
Nandos has a target group with an age limit of 17 to 45. As Nando’s is currently located only in Dhaka city there main customers are all from Metropolitan city. Many types of people come to Nando's to enjoy their delicious food like- young people from high schools and university students visit here with their friends then people comes with their family members.
They offer different exclusive service offer in different period of time to increase their service value. Additionally, several of their South African manufactured sauces available in the general market are supervised Halal by authorities in South Africa existing service facilities
The services offered in both the branches are same. But the locations of these two branches are different. The Dhanmondi outlet is situated in a more like residential area surrounded by English medium school, private universities, shopping malls and private offices. On the other hand the Gulshan outlet is exposed to the corporate world as it is surrounded by those. The basic offering in both the outlets are more or less same. But the Dhanmondi outlets services are more oriented towards students whereas the Gulshan branch’s main target are officials. As a result the Dhanmondi wing has some special offers directing to the students.
Offered services
Appeteasers (they spell appetizers that way)
The menu features such items as five wings, chicken livers with Portuguese roll, Spicy Mixed Olives and Corn-on-the-cob. All items on this menu section are delicious and didn’t prove to be too much food. People want appetizers that give them a glimpse of what is to come and wets their appetite. They don’t want to buy full and be disappointed that they spent money on a main course as well.
Peri-Peri Chicken
The main dish in Nando’s is grilled chicken with other sideliners attached to it. The basic difference between Nando’s chicken and other chicken is the south African flavor in it. All nando’s chicken are marinated for 24 hours in their secret sauce until the flavor goes right through the bone. After this the chicken are flame-grilled and basted in consumers choice of Nando’s Peri-Peri sauce. Depending on the customer choice spice gets mixed in the chicken.
Peri-fect Platters
This menu is created for group of peoples. The main course in each platter is Nando’s chicken but they also come with the option of many great sides to make the meal that much more enjoyable. The menu is for guys who hang out together and look for a taste of everything in a lower price. This is a classic example of a bundle offer that someone can offer.
Classic Meals
A package made to satisfy one’s personal need. As per the name suggests it is a combination of a main dish with a side dish in a comparatively lower price. This package is sufficient for anyone trying to get a classic dish after a hectic day.
Burgers, Pitas and Wraps
While Nandos is most well known for their chicken on the bone they provide some delicious options for those looking to smother their chicken with some delicious carbs. Whether you prefer Burgers, Pitas, or Wraps this section of the Nandos Menu will have you literally covered. They have a variety of options as to what you will put inside the Burger, Pita, or Wrap and they include Chicken Breast Fillets, Double Chicken Breast Fillets etc.
Only Nandinos
At Nando’s almost all the meals are created with a great taste of spice. As a result the kids do not get the chance to enjoy the Nando’s. This section of the Nandos menu is for children under the age of 12. The meals of this menu consist of every special flavor of classic nando’s but not the hot and spice of peri-peri sauce.
Chillin’ Drinks
To compensate the hot and spicy food they also offers special drinks. The Soft Drinks section features Bottomless soft drinks, Fresh Apple Juice, Freshly Squeezed Juice, Fresh Lemonade and bottled water. This drinks are for consumer of all ages.
Salads
The salad menu is brilliant in it’s simplicity. Anyone can choose the type of salad they want and they can choose it with chicken added on it or not. It’s truly that simple. The chicken that is optional is a warm grilled chicken breast. The salads to choose from are Mediterranean and Portuguese.
Sidelines
The sidelines selection is decent and they really are a lot of food for a side. One can easily put two of them together and call it a meal. Options include Fries, Spicy Rice, Coleslaw, Peri Wedges, Grilled Vegetables etc.
Special offer for Occasions
In every special occasion nando’s offers special services. The very special of some of those are: * Mothers Day special: a complementary drink for every mother. * 10.10.10: on this special date Nando’s offered a package in which one could have a special combo worth tk. 2000 only at 1010. * Iftar special: On this Ramadan nando’s is offering three special packages in lower price than the regular price with a perfect combination to break the day long fast.
8 Ps of Nando’s
Product
As a food restaurant currently Nando’s is offering different peri peri chicken, grilled chicken and garlic chicken. They are also offering supplementary products like parking facility, different environment with traditional look, music, interior decoration, environment in front of the restaurant, high level of services etc. They are also adding value by providing a proper delivery service to their customer.
Price
Pricing is one of the most important factors for any kind of business. Price also shows the quality. The pricing of Nando’s is quite high. Nando’s always try to keep their promises by providing quality service to their customer. That is why they charge a little higher price. . They are providing the service comparatively at higher but price difference is not huge than the competitors. There price range starts from 330(taka) to 1500(taka).There customers are upper middle class people and they serve high quality foods so they charged high price.
Promotion
Promotion always plays a vital role in business. It not only gives the information but also educates the consumers. Nando’s does its promotion through television, newspapers, Radio and magazines participate in fairs related to foods and also conduct promotional activities from time to time or some special discount rates offered during certain times for certain customers. They usually use informative advertisement which can inform customer about their services.
Place & Time
Currently Nando’s is providing their services in only Dhaka city. They have two branches; one is at Gulshan and other is at Dhanmondi. They place their outlet at Gulshan and Dhanmondi as they have a target group from upper middle class. They place their restaurant is such places where people can go easily.
Process
The service process designed by Nando’s is quite interesting and smart. The process is simple yet very efficient. * Just after two minutes of arrival of any customer, a menu listing all the food items is served to each at any table. The waiter then lists the item to be ordered and passes it to the chefs. * Each chef and his junior apprentice handles 5 orders at a time where on an average each food is prepared within a timeframe of 10 minutes using 4 heavy duty gas stove and fryer. After the food is prepared, the junior chef decorates the food for serving. * Customers have to wait for not more than 20 minutes for food though the average serving time is limited to 15 minutes. This means the service process time is short therefore customers do not have to wait long. * On the other hand, one waiter is assigned for each table to take the order and for every 4 tables another waiter is assigned for cleaning and maintenance. As a result, tables are left unclean only for a little period. This creates a good impression to the customers as they find the table tidy which also gives a good impression. * After serving the food it is time to take the feedback of the customers. The waiter then asks if the food tastes good or not. Any change or customization is done in this step. * The main waiter assigned to each table is responsible for making the bills. * At Nando’s, for cleaning purpose, 3 full size Dish Washer are used for cleaning the utensils and kitchen tools.
Physical evidence
Nando’s physical evidence provides a supplementary service to their customers. Nando;s physical environment includes interior decoration, seating arrangement, lounges, office, uniforms, brochures, pounds and smells, parking etc. They designed their physical environment considering the target group.

People
For service “people” is one of the most important tools. The people at Nando’s are trained in their own facility and sometimes trainers from abroad provide them special training. Nando’s has 28 employees. All the employees of Nando’s are very much educated and well trained about their services. They can make service tangible with their appearance. All the employees always follow their dress code. The color of their uniform is red and black.
Productivity & Quality
Productivity is the key issue in the food business as well as the quality. They maintain quality but serve according to the demand of the customer. The management of Nando’s believes that poor quality can place a firm at a competitive disadvantage. Therefore they always put their initial priority to the service quality. They have designed an exclusive food menu with an inimitable taste to satisfy the demand desired by customers. Taste varies customer to customer. Therefore they use the user-based approach to evaluate their food menu and for further development in their services.

Analysis
Physical Environment
Nando’s environment, menus and their unique artistic atmosphere attract the people who are sophisticated in nature, love traditional and artistic environment. Nando’s has a homogenous market segment. Their target customer is only the Dhaka city people with an age limit of 17- 45 and with an upper medium income level. They designed their physical environment considering the target group. Nando’s physical environment includes the interior and exterior decoration, seating arrangement, lounges, office, uniforms, brochures, pounds and smells, parking etc.

Message creating medium
Nando’s use their physical environment as message creating medium. They try to give pictures of their products and services in different billboard advertisement. These pictures provide specific message about their service quality to the target customer group.
Attention creating medium
The interior decoration, supplementary services and the billboard advertisement in front of the restaurant work as attention creating medium.
Affect creating medium
The music, beautiful shapes, lighting effect and exciting design create affect on the consumer mind to have food with excitement and satisfaction.

Ambient Condition
The logo color
The Nando’s logo color is red. Red represents high energy, passion, and excitement. The logo color represents that the nando’s chickens are very much exciting and spicy.
Restaurant inside color
To keep the arousal level high they have used deep wood brown and dark red colors inside the restaurant. The color selection of Nando’s is very supportive to their core service. The color effect adds extra excitement and satisfaction to the customer’s mind.
Message
There are banners in front of two branches where they have given attractive messages like” missing Farmville? We have loads of chicken here…” to exert a pull on the consumer group.
Nando’s Unicode font
The most importantly they use their own Nando’s Unicode font in their every communication materials starting from banners to website which actually represents their standard and commitment towards the customer.
Music, interior and exterior
The music, interior and the entire internal and external environment creates affect on the consumer mind to have food with satisfaction. In customer often can listen soft and mild music.
The lighting system
Nando’s has a very bright lighting system with an artistic touch. They have used spot lights to create beautiful view insight the restaurant. . A well lighted space always charms people to dream about their fantasies. . They have used various bright color lights to attract people who are passing through the road.
Uniform
All the staffs in Nando’s restaurant do use their nando’s uniform which are very good looking.
Logistics
Nando’s also use their logo in all their logistics and material starting from plate, food bucket to tissue which create an extensive brand image.
Parking Space
The parking space in front of Nando’s is inadequate. The management needs to give attention in this area.
The kitchen
The kitchen is very neat and clean and very closer to take less time to serve
Spatial Layout & Functionality Spatial layout suggests to size and shape of furnishings and the ways it is arranged in a service environment. Functionality is the ability of those items to facilitate performance. Nando’s management arranges it’s all the physical elements in a very decent way so that they do not create any obstacle. At the same time they want the layout to be functional, that means they should be workable. On the other side, the restaurant owners want to get maximum revenue out of the layout. So they might want to put physical elements as much congested as possible. Their decorations, seating arrangements are well placed and catch the eye of the customers in the first place.
Signs, symbols and artifacts
Nando’s has placed signs and symbols both outside and inside their restaurant which carries their image and also gives customers an idea of the food served here. Nando’s unique environment which is fulls of colors, tradition and arts, there various types of food items for family members and also young people’s make them competitive in the market. So we can say that signs, symbols and artifacts are quite relevant to the environment and they are playing a major role.
Nando’s is providing the experiential foods with different Portuguese and South African tastes. Therefore, without having food it is not possible to judge their service but they have tried to make it tangible by their out looking, dress of the employees and the environment. They have positioned in the mind of the consumer through the quality of the food. The environment out of the restaurant differentiated them from the competitors. Nando’s unique environment which is fulls of colors, tradition and arts, there various types of food items for family members and also young people’s make them competitive in the market. Their value proposition is providing food with reasonable price and they are doing it effectively. The physical environment and layout are helping them to increase productivity.

The Mehrabian Russell –Response Model
The mehrabian russel model describes how people respond to environments. The model holds that the environment, its conscious and unconscious perception and interception, influence. Nando’s wants their customer to feel aroused and pleasant. Their sophisticated traditional look, spicy and delicious food items give customers an exciting feeling.

Distressing Exciting

Boring Relaxing

Arousing
Unpleasant
Pleasant
Sleepy
Nando’s

The overall condition of the service firm is good. The atmosphere is nice. The place is noise free and the internal decoration of it is very nice. Nando's describe their restaurants just like an art gallery and their communication is filled with the very art and soul of Nando’s. Nando’s in Bangladesh gives opportunity to Bangladeshi people who want to capture the essence of South African tradition with the passion of Peri-Peri and originality of its food.

Complexity of the servicescape
Elaborate Environment: Nando’s has a very elaborate environment. Nando’s has different interior decoration in different rooms. Their different sitting arrangement, sound effect, Shapes and squares, colorful artifact, symbols make the whole environment an elaborative environment.
Service failure due to physical environment
Parking System
Nando’s has a target group of upper middle class people. Therefore most of the time people come to Nando’s by driving their own car. The unplanned and insufficient parking spot portrays absence of process management create a gap in between customer expectation and perception. This kind of service failure may portray negative impact on the customers’ mind.
Sitting Arrangement Nando’s has sitting arrangement in some extent is not good enough. The management should give attention to improve the overall sitting arrangement by providing more sofa and chairs in the restaurant.

People
The service profit chain requires high-performing, satisfied employees to achieve service excellence and customer loyalty. People always play a very important role in the service company. To provide quality service a service company always needs a pole of educated and well trained people. Nando’s has almost 28 employees. All the employees of Nando’s are very much educated and well trained about their services. They can make service tangible with their appearance. All the employees always follow their dress code. The color of their uniform is red and black.
Front Line Employees
The front line employees represent the organization to the consumers. They need to communicate with consumers first so they are most vital employees in the organizations. They need to response to customers with a smile in their face. Their attitude gives consumer a clear perception of the service. There are no conflicts in between the job role and employee perception. Employees always try to follow the company rule to satisfy customer demands.
The Service Marketing Triangle

Three interlinked groups work together to develop, promote and deliver services

Cycle of Success
Researchers believe that people work as an investment and they create a cycle of success to seek prospers. Both the employees and customers are used in this stage for the success. Nando’s has empowered their employees by providing training, better wages, better environment for the job, good compensation packages; provide higher quality and customer pleasing services. This way they are making the consumers and employees happy.
Employee Empowerment
Nando’s is trying to get competitive advantage by empowering their employees. They have built a high performance service delivery team by empowering the employees, train them and through some compensation packages. Employees always get reward for their better services. So the employees remain satisfy and provide better service. As they work as a team if one of the teammates makes any mistake others try to cover it up. They try to bring out the best from the employees through these activities which help them to get recognition and achieve their goals.
-Well job design
-Employee compensation
-Employee training
- increasing the experience level
-behavior and skill development

Increase the employee satisfaction and productivity
Increase the external service quality
Increase the customer satisfaction
Customer become happy and loyal
Internal effect
Employee empowerment
Service redesign and delivery process
External Effect

Employee Selection
There is no such thing as the perfect employee. Different positions are often best filled by people with different skill sets, styles and personalities. Nando’s has educated and experienced people in the management level. They are very careful to choose their employees. Before they choose their employees they take a behavior test. The management believes that employee’s initial behavior can reflect his or her personality. They select employees based on their personality, appearance and what kind of skill they have. They take interview where some questions are asked both analytical and creative problem solving then they select their employees.
Training Programs
The top management of Nando’s believes that knowledgeable staffs are a key aspect of service quality. If people are trained well then they can give better service. So after recruiting they train them. They give training based on the organizational culture, interpersonal skills and product and service knowledge. They are given training to understand the core values of the organization such as commitment to service excellence, responsiveness, team spirit, mutual respect, honesty and integrity which they don’t want to lose. They are taught to serve the food, how to take the dish and can efficiently complete their duties. They are also well trained in giving the product related information like the ingredients of the items.

Recommendation
Food serving time
Nando’s takes 20 minutes time to serve food to customer. They should be more productive and efficient in this point. They should improve the timing to serve food.

Customer oriented
Nando’s management should be more customers oriented. They should design their service according to customer expectation. They even can ask customer participation in their service improvement process. Through taking interview from customer they can minimize their gap and improve their service.

Informative activities
Nando’s can increase the experience of Nando’s by providing more physical evidence to the customers. They can use more informative advertisement to attract a new customer pole.

Reduce the cultural gap
There is a cultural gap between the service provider and the customers. Cultural gap can be a problem for new customers. But the gap is minimum for the regular customer’s. The management should be more informative and should take steps to reduce the cultural gap.

Complementary service
To reduce the waiting time they should serve complimentary services like drinks, so that the customers don’t have a reason to get irritated and leave.

Improve the parking system
Even though there are no major complaints about the parking space, but the inadequate parking space does leave the customers quite disgruntled.

Increase the employee satisfaction
To increase the employee satisfaction Nando’s can assign different employees in different role for a certain period. They need to rotate the job description of the employees. As a result the employees will not be bored. This practice can increase the productivity of Nando’s.

Too much training
Too much training is tiring employees, they might at one point of time think of them as punishments. Therefore trainings should be cut down to the most significant ones. The management should manage of the times of employees more appropriately because employees feel too much training is hindering their job performances, which might result in loss of jobs.

Conclusion
Reference